BUS 343 Chapter Notes - Chapter 4: Reference Group, Search Engine Marketing, Metrosexual

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Chapter 4: consumer behaviour: how and why we buy: define consumer behavior and explain the purchase decision-making process, look at the consumer decision making process multitude of factors that influence those choices, understanding consumers boots roi. The consumer decision making process: marketers recognize that consumer decision making is an ongoing process, ex. Make little/no conscious effort; may not search much if all for info and all: ex. Depends on level of involvement: we are more involved in the decision making process for products we think are risk in some way, perceived risk. May be present if the product is expensive or hard to understand: ex. Brandon is fed up with driving his old clunker. Step 1: problem recognition: brandon wants to sport some wheels that will get him stares instead of laughs, most problem recognition idea of the new cars in which he might be interested in.

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